Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh religiusitas terhadap niat beli (purchase intention) produk fashion Zaafer yang dimediasi oleh Islamic brand personality pada Generasi Z di Kota Banda Aceh. Latar belakang penelitian ini didasarkan pada fenomena meningkatnya konsumsi produk fashion bernuansa Islami serta pentingnya nilai religius dalam membentuk niat beli di kalangan konsumen muda Muslim. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis jalur (path analysis). Data dikumpulkan melalui penyebaran kuesioner kepada 112 responden yang merupakan bagian dari Generasi Z di Banda Aceh dan telah mengenal atau pernah melihat promosi produk Zaafer. Hasil penelitian menunjukkan bahwa religiusitas tidak berpengaruh secara langsung terhadap purchase intention, namun berpengaruh signifikan terhadap Islamic brand personality. Islamic brand personality terbukti berpengaruh positif dan signifikan terhadap purchase intention, serta mampu memediasi pengaruh religiusitas terhadap purchase intention. Temuan ini mengindikasikan bahwa citra merek Islami memainkan peran penting dalam menjembatani nilai-nilai religius individu dengan keputusan pembelian, khususnya dalam konteks konsumen muda Muslim. Penelitian ini memberikan implikasi praktis bagi pelaku bisnis fashion Islami untuk membangun merek yang merepresentasikan nilai-nilai Islam guna meningkatkan daya tarik dan loyalitas konsumen.
Kata Kunci: Religiusitas, Islamic Brand Personality, Purchase Intention, Generasi Z, fashion Islami.

This study aims to analyze the effect of religiosity on purchase intention of Zaafer fashion products, mediated by Islamic brand personality among Generation Z in Banda Aceh. The background of this research is based on the growing consumption of Islamic-themed fashion products and the significance of religious values in shaping purchase intentions among young Muslim consumers. This study adopts a quantitative approach using path analysis. Data were collected through questionnaires distributed to 112 respondents from Generation Z in Banda Aceh who are familiar with or have seen promotions of Zaafer products. The results show that religiosity does not have a direct effect on purchase intention, but it significantly influences Islamic brand personality. Moreover, Islamic brand personality has a positive and significant impact on purchase intention and successfully mediates the effect of religiosity on purchase intention. These findings indicate that Islamic brand image plays an essential role in bridging individuals' religious values with purchasing decisions, particularly among young Muslim consumers. This research offers practical implications for Islamic fashion businesses to develop brand identities that reflect Islamic values in order to enhance consumer appeal and loyalty. Keywords: Religiosity, Islamic Brand Personality, Purchase Intention, Generation Z, Islamic Fashion.